email marketing

Opinions: 

Travel Tech

When using email marketing, tourism brands need to ensure that emails contain the right messages, are sent at the right time to the right people and contain relevant content. If one of these things is not considered, then email campaigns will not be as successful as hoped for. Content, time, relevancy and usefulness are all crucial components for efficient email marketing. Latest insights from eMarketer now reveal the fact that when marketing emails are sent, personalisation can actually pay off for marketers. Through personalisation, tourism marketers can use email marketing as a very useful tool to help them reach target audiences and inspire and inform consumers worldwide with regards to tourism services, products and destination (eMarketer 2014).

BIG DATA ENABLING EMAIL MARKETING

Big data is certainly still one of the big topics in digital for the year 2014. Many marketers have only come to terms with mobile and are now also embarking on the big data journey trying to figure out how data can be collected, analysed and used in their organisation. For email marketing, big data can be quite useful as it should be considered as THE tool to bring the tourism brand closer to its audiences. Tourism marketers can use information and knowledge gathered through the use of big data with regards to consumers’ purchasing behaviour for email marketing purposes. Identifying consumers’ preferences can enable marketers to send more personalised emails that actually contain content the consumer is interested in, as it fits into the overall consumer interests and behaviour.

For the marketer, the key to success in email marketing is to tailor and shape email messages around consumers’ interests so they get opened, clicked through and a holiday might be purchased on the basis of the email. However, this is of course easier said then done, but with analytics being in place, and consumer data being collected, either through consumers ticking interests or preferences, it is also much easier for marketers to work on the basis of these insights when sending out emails and marketing content with the help of email marketing.

PERSONALISED EMAILS

Emarketer’s article about personalisation in email marketing demonstrates that if brands are personalising the content within emails, consumers are more likely to open emails and also purchase, as an increased purchase is seen as the result of increased personalisation. For consumers receiving more emails with personalised content is also accepted by most consumers, as the relevancy for the individual consumer is also higher. Only 18% of consumers had no interest in receiving more personalised emails than before. The majority of consumers would also agree to share more personal preferences to enable marketers further to send emails on a more personalised level. Disclosing more personal information needs to however end in receiving more emails that are relevant to the individual consumers. For tourism businesses this is certainly good news and also a major opportunity with regards to planning email marketing in 2014.

 

More from #DTTT

  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
Show more
© 2017 Digital Tourism Think Tank